Empirical analysis of online purchase of kid's products by urban Indian parents
by Neena Sondhi
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 3, 2015

Abstract: E-commerce is increasingly becoming the chosen retail format with young consumers regardless of geographic constraints. Thus, it is but natural that as these consumers mature to parenthood, they would increasingly use the channel for making purchases meant for their child. The phenomenon takes on added significance for an urban parent as he juggles between parental, personal and professional roles, no matter what be the gender. Further, this parent serves as the mentor in the child's consumer socialisation process. This exploratory study is an attempt to explore the online purchase pattern of the urban Indian parent for children product categories. Based on a qualitative study with urban Indian parents a quantitative study was accomplished on a sample of 236 Indian parents, residing in the National Capital Region, India. The study showed a promising trend both in terms of frequency and online spends on a variety of product categories. Further, a step-wise discrimnant function was formulated on the basis of 12 purchase parameters, which could help distinguish the heavy from light online buyer.

Online publication date: Sun, 26-Jul-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com